Information Effect on Organic Vegetable Purchase Interest through Consumer Preferences and Awareness

• 발행기관: 한국유통과학회
• 저자명: Rabiatul ADAWIYAH Mukhamad NAJIB Mochammad Mukti ALI
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.2, 1055~1062쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

This study aims to determine the effect of consumer preferences and awareness on interest in organic vegetables. Factors observed in this study were information, consumer preferences, consumer awareness, and consumer buying interest toward organic vegetables. This research uses descriptive quantitative method. The data sampling technique uses accidental sampling method. The data was collected from respondents consisted of 100 consumers of five major retailers in the city of Bogor in Indonesia. The respondents consist of 80 female (80%), and 57 respondents are 25–34 years old (57%). In terms of education, type of job and monthly income of respondent, the sample can be categorized as middle-class segment. The data obtained were analyzed using Structural Equation Modeling with Partial Least Square (SEM-PLS). The results of this study indicate that the information obtained by consumers significantly and positively affects consumer preferences and consumer awareness of organic vegetables. Then, consumer preferences and consumer awareness significantly and positively affect the interest of consumers to buy organic vegetables. Consumer preference for organic vegetables is still considered quite low. The factors that influence the low consumer preference are the price of organic vegetables, which is more expensive than non-organic vegetables and the unattractive packaging of organic vegetables.

목차

1. Introduction

2. Literature Review

3. Research Methods and Material

4. Results

5. Conclusion

키워드

Organic Vegetable Structural Equation Model Consumer Preference Consumer Awareness